One of the perks of working in marketing is creating something that resonates. Sure, first comes the strategy, positioning etc. but eventually you get to the fun part: messaging and creative.
My task was to take the statistic:
Aston is ranked 2nd in the UK by the Economist for boosting graduate salaries, graduates earning, on average, £3000 more five years after graduation.
… and turn it into something campaignable.
After a little wordplay and tapping into key themes, I arrived at the messaging:
Learn here. Earn more.
Direct and simple, it mirrors Aston’s reputation of being ‘business-like and getting things done’, as well as speaking to the ‘ruthless ambition’ of the students it attracts.
The campaign used graduate success stories to back up the messaging, which was further reinforced by the credibility of the Economist statistic.
The creative was bold, direct and put the stars of those stories on billboards and across a variety of outdoor media in the Midlands. The campaign was supported by a suite of digital communications, which included stories, written by myself, and video.
Creative execution and placement
Thomas Street, Birmingham
Generic out-of-home network
Ad on the Aston Expressway
Birmingham City Centre
What the client says
“Kyle has worked on a number of strategically important projects to drive up applications and convert applicants. He is a pleasure to work with, full of innovative ideas and has the ability to just make things happen.”
Head of Undergraduate Marketing | Aston University